BETBY introduces Watch & Bet for a smoother live betting experience

BETBY has launched “Watch & Bet”, a new sportsbook feature designed to combine live sports streaming with in-play betting within a single interactive environment. The feature is intended to reduce the need for users to move repeatedly between video content, betting markets and the Betslip while an event is taking place.

The new functionality is positioned as an extension of BETBY's broader sportsbook technology offering. The company describes its sportsbook platform as a B2B solution covering sports, virtuals and esports alongside data feeds and betting markets.

With Watch & Bet, selected live markets and odds can appear within the video area when a supported official stream is opened from a sportsbook event page. Players can therefore continue watching the event while accessing available betting options without having to leave the main viewing environment.

The structure is particularly relevant to in-play betting, where market availability can change rapidly as an event develops. Instead of treating streaming and betting as separate activities, the feature brings them together so that available options can remain visible while the match or competition continues.

How Watch & Bet works

The feature is built around a live video module integrated into the sportsbook event page. Once an eligible official stream is opened, relevant betting markets and odds can be displayed alongside the video experience.

Players can browse available markets, review odds and select their preferred betting options while continuing to follow the live action. The intention is to create a more direct journey from watching an event to interacting with an available in-play market.

BETBY has also placed emphasis on flexibility. The video window can reportedly be repositioned on screen, docked to the side or hidden entirely depending on how the player wants to use the sportsbook interface.

That flexibility is important because live betting behaviour can differ from one user to another. Some users may want the stream to remain prominent throughout the event while others may prefer to minimise video and concentrate more heavily on the available markets.

The interface also adapts to different screen sizes. On desktop devices, streaming and betting controls can be presented together within the viewing area. On mobile devices, the video remains accessible while players move through markets and interact with the Betslip.

A focus on reducing friction in live betting

Watch & Bet reflects a wider direction in sportsbook design in which operators seek to reduce unnecessary navigation during live events. When users are following a match in real time, repeatedly switching between a video player, markets and a Betslip can interrupt the viewing experience.

BETBY's approach is to place these functions within the same environment. The company says the feature can keep relevant markets accessible while the event is unfolding, potentially making the sportsbook journey more continuous.

The concept also aligns with broader industry developments around integrated live betting. Independent testing published by Stats Perform has examined Watch & Bet implementations across several major sportsbooks and identified in-stream betting access as one of the central elements of the experience.

From an operator perspective, the value of such an approach is not limited to convenience. Keeping the stream and markets visible within one interface can provide more opportunities for users to discover and interact with available in-play options during a live event.

Any commercial impact, however, will ultimately depend on factors such as content availability, market depth, user behaviour and the way operators configure the feature.

BETBY highlights streaming-related engagement data

BETBY has also referred to analysis from a World Cup period as part of the rationale for expanding its live-content offering. According to the company, players at brands that provided live streaming generated 44.79 per cent higher GGR per player, placed 24.30 per cent more bets and recorded a 32.53 per cent higher average stake than players at brands without streaming.

These figures are BETBY's own reported analysis rather than an independent industry benchmark. They indicate the company's view that live video can be associated with higher levels of betting activity when integrated into the sportsbook environment.

Such data can be relevant to operators assessing the role of streaming in their broader live betting strategies. It does not, by itself, establish a universal causal relationship between streaming and financial performance, as individual operator results may also be influenced by markets offered, customer composition, sporting events and promotional activity.

The figures nevertheless provide context for BETBY's decision to place greater emphasis on a combined viewing and betting experience.

Coverage across sports and BETBY Games

Watch & Bet is designed to support more than traditional sports content. BETBY says the feature is available across traditional sports, esports and Betby.Games with markets presented according to the event and stage of play.

That wider coverage is consistent with BETBY's existing product portfolio. The company's Betby.Games offering includes high-frequency simulated sports and esports content designed for integration with sportsbook platforms.

BETBY has continued to expand that portfolio through additional titles and formats. Its current corporate materials also identify esports, virtual sports and Betby.Games among its core product categories.

For operators, extending an integrated live interface across different content types can offer a more unified presentation. It may also allow sportsbooks to maintain familiar navigation principles even when users move between real-world sports, esports and simulated events.

Kirill Nekrasov explains the product strategy

Kirill Nekrasov, Head of Innovation and R&D at BETBY, described Watch & Bet as an effort to make live betting more immediate and reduce unnecessary steps in the user journey. BETBY's current published materials identify Nekrasov as a senior product and innovation figure at the company.

“Live betting is nowadays one of the most engaging parts of the sportsbook experience and Watch & Bet is designed to make that interaction feel much more immediate.

“By bringing the stream, markets and betting actions into the same environment, we are removing unnecessary steps from the player journey while giving operators another powerful way to maximise engagement around live events. The flexibility of the video experience also puts players in control of how they want to follow the action and interact with the sportsbook.”

The comments underline the product's central objective: integrating content and betting into a single interface rather than treating them as separate sportsbook functions.

That approach also reflects BETBY's stated focus on technology, customisation and product development. Its sportsbook platform is positioned around configurable solutions designed for operators seeking a broader sports betting offering.

What the launch could mean for operators

For sportsbook operators, the introduction of Watch & Bet adds another layer to the presentation of live content. The principal proposition is not simply the availability of streaming but the ability to place that content closer to the markets that users may already be considering.

The feature could be particularly relevant for operators looking to make their in-play proposition easier to navigate. A player following a live match can retain access to the event while reviewing available options rather than abandoning the viewing window to locate another part of the sportsbook.

At the same time, operators remain responsible for how live betting and streaming are offered to customers within their applicable markets. Availability of streams, betting markets and related functionality can vary according to rights, jurisdiction, product configuration and regulatory requirements.

The addition of Watch & Bet therefore appears to be best understood as a technology and user-experience development rather than a standalone guarantee of higher commercial performance.

A more connected future for live sportsbooks

BETBY's Watch & Bet launch points to a sportsbook model in which live content and betting are increasingly presented as parts of the same digital experience. The company's objective is to reduce friction while giving users greater control over how prominently they view streaming content and betting markets.

As sportsbook interfaces continue to evolve across desktop and mobile environments, integrated functionality could become increasingly important for operators competing on usability as well as content depth. BETBY's move adds another example of how suppliers are attempting to bring viewing, market discovery and in-play interaction closer together.

The wider significance of Watch & Bet will ultimately depend on adoption, content availability and how operators implement the technology in their individual sportsbook environments. Still, the launch represents a clear extension of BETBY's product strategy, with the company placing greater emphasis on connected live experiences rather than isolated sportsbook features.

Conclusion

BETBY's launch of Watch & Bet represents a measured step toward a more integrated live sportsbook experience. By bringing streaming, markets and betting controls into the same environment, the company is addressing one of the practical challenges associated with live betting: maintaining access to relevant betting options without disrupting the viewing experience.

The feature also gives operators another technology option for presenting live markets across sports, esports and Betby.Games content. Its flexible video controls and responsive presentation are designed to accommodate different user preferences and device formats while keeping the principal sportsbook functions within reach.

The reported World Cup analysis provides additional context for BETBY's investment in live content, although the figures should be viewed as company-reported data rather than a universal measure of streaming's commercial effect. In practice, the performance of any Watch & Bet deployment will depend on the underlying content, market offering and operator execution.

Ultimately, the significance of the launch lies in its focus on making live betting more connected. As sportsbook users increasingly expect faster navigation and fewer interruptions, technologies that bring content and wagering together could play an increasingly visible role in how operators design the next generation of live betting experiences.

FAQs

What is BETBY Watch & Bet?
Watch & Bet is a BETBY sportsbook feature that combines live streaming with access to selected in-play betting markets within the same interactive environment.

How does Watch & Bet work?
When a supported official stream is opened on an eligible event page, relevant markets and odds can be displayed within or alongside the video experience.

Can players place bets while watching a stream?
The feature is designed to allow users to review available markets and betting options while continuing to watch supported live content.

Is Watch & Bet available on mobile devices?
BETBY says the experience adapts to available screen sizes and is designed to keep video accessible while users browse markets and interact with the Betslip on mobile.

Can the video player be moved?
The feature provides flexible video controls that allow the stream to be moved or docked in the sportsbook interface. Users can also hide it when they want to focus more closely on betting.

Which sports are supported by Watch & Bet?
BETBY says Watch & Bet can support traditional sports, esports and Betby.Games content with markets presented according to the event and stage of play.

Does Watch & Bet guarantee higher betting revenue?
No. The feature is designed to improve the connected live betting experience but commercial outcomes depend on factors including content, market availability, customer behaviour and operator execution.

What did BETBY's World Cup analysis show?
BETBY reported higher GGR per player, more bets and a higher average stake among players at brands offering live streaming compared with brands without streaming during the period covered by its analysis.

Who is Kirill Nekrasov?
Kirill Nekrasov is a senior BETBY product and innovation executive. BETBY's current published materials identify him as Head of Innovation and R&D.

Where can operators learn more about BETBY's sportsbook solutions?
Operators can review BETBY's official sportsbook and product information through the company's corporate website.